ITV calls for ad-skip speed limit on Freeview PVR

by Jeremy Lee, Marketing 08-Aug-06, 08:38

LONDON - ITV has caused ructions with its Freeview partners and set-top box manufacturers after calling for restrictions on the playback speeds offered by the forthcoming Freeview Playback-branded personal video recorders.

A source said the beleaguered broadcaster wanted to restrict the speed at which users can fast-
forward through recorded ad breaks in an attempt to defend its advertising business.

Freeview, which is owned by a consortium of broadcasters including the BBC, Sky, ITV and Channel 4, and National Grid Wireless, announced in May that it would launch the Freeview Playback PVR in time for Christmas. It will be the only digital terrestrial-compatible PVR system to carry the Freeview brand.

It was intended that the use of the branding would help the product compete with BSkyB's PVR system, Sky+.

However, ITV has insisted that Freeview Playback boxes should be able to fast-forward at a maximum of 16 times the normal playback speed. This compares with 32 times for Sky+ and up to 64 times on other PVR systems.

An ITV spokeswoman would not comment on negotiations, but said the broadcaster was committed to PVR technology.

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